THE EFFECT OF PERCEIVED QUALITY, BRAND AWARENESS, AND BRAND LOYALTY TOWARDS BRAND EQUITY OF ANGGUR MERAH ORANG TUA IN YOGYAKARTA

Putra, Gerry Stefano (2022) THE EFFECT OF PERCEIVED QUALITY, BRAND AWARENESS, AND BRAND LOYALTY TOWARDS BRAND EQUITY OF ANGGUR MERAH ORANG TUA IN YOGYAKARTA. S1 thesis, Universitas Atma Jaya Yogyakarta.

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Abstract

The research objective is to investigate the influence of perceived quality on brand loyalty of Anggur Merah Orang Tua. Investigate the influence of brand awareness on brand loyalty of Anggur Merah Orang Tua. Investigate the influence of brand loyalty on brand equity of Anggur Merah Orang Tua. Investigate the influence of perceived quality on brand equity of Anggur Merah Orang Tua with brand loyalty as mediation variable. Investigate the influence of brand awareness on brand equity of Anggur Merah Orang Tua with brand loyalty as mediation variable. Research method, this research is a quantitative research. The population in this study is the entire community in Yogyakarta. The sample is 11o respondents. Data collection techniques using a questionnaire instrument with a Likert scale. The analysis technique uses Path Analysis, t-test, R². The results showed that: Perceived Quality has a positive and significant effect on brand loyalty for Anggur Merah products in Yogyakarta. Brand awareness has a positive and significant effect on brand loyalty for Anggur Merah products in Yogyakarta. Perceived Quality has a positive and significant effect on brand equity for Anggur Merah products in Yogyakarta. Brand awareness has a positive and significant effect on brand equity for Anggur Merah products in Yogyakarta. Brand loyalty has a positive and significant effect on the brand equity of Anggur Merah products in Yogyakarta. Perceived Quality has a positive and significant effect on brand equity through the brand loyalty of Anggur Merah products in Yogyakarta. Brand Awareness has a positive and significant effect on brand equity through the brand loyalty of Anggur Merah products in Yogyakarta. Perceived Quality has a positive and significant effect on brand loyalty for Anggur Merah products in Yogyakarta. Brand awareness has a positive and significant effect on brand loyalty for Anggur Merah products in Yogyakarta. Perceived Quality has a positive and significant effect on brand equity for Anggur Merah products in Yogyakarta. Brand awareness has a positive and significant effect on brand equity for Anggur Merah products in Yogyakarta. Brand loyalty has a positive and significant effect on the brand equity of Anggur Merah products in Yogyakarta. Perceived Quality has a positive and significant effect on brand equity through the brand loyalty of Anggur Merah products in Yogyakarta. Brand Awareness has a positive and significant effect on brand equity through the brand loyalty of Anggur Merah products in Yogyakarta. Perceived Quality has a positive and significant effect on brand loyalty for Anggur Merah products in Yogyakarta. Brand awareness has a positive and significant effect on brand loyalty for Anggur Merah products in Yogyakarta. Perceived Quality has a positive and significant effect on brand equity for Anggur Merah products in Yogyakarta. Brand awareness has a positive and significant effect on brand equity for Anggur Merah products in Yogyakarta. Brand loyalty has a positive and significant effect on the brand equity of Anggur Merah products in Yogyakarta. Perceived Quality has a positive and significant effect on brand equity through the brand loyalty of Anggur Merah products in Yogyakarta. Brand Awareness has a positive and significant effect on brand equity through the brand loyalty of Anggur Merah products in Yogyakarta.

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